Unless you are an inventor, most likely you are selling a product or service that is being offered by someone else, somewhere, at some time. The first person to start your type of business would have gone through a lot of trial and error. Thank that person, as now you can not only profit by not repeating the same mistakes, but by learning what they do to get business. The best way to do this is to practice what any business person knows: know your competition. The most beneficial thing you can do is to study what they are doing to attract customers. Go online, do a search, pull up the web sites of your competition, and start taking notes. Here are some things to look for. * What do you like about their web site?
With your notes, you can begin to set up the key points that you feel your target audience needs to know about your product or service, and why it will benefit them to do business with you. Look at these different web sites and read the headline. * Does it draw you in?
If you find one you like, there is nothing wrong with re-wording it to fit your business. Remember that we are talking about imitation, not plagiarism. It has been said that there is nothing new under the sun. While this may be the case, at least give what your company is offering a unique slant, and make an effort to provide it in a more informative and interesting format than what your competition is doing. ====Side Bar====
Rosser Reeves was the first to coin the phrase "Unique Selling Proposition" in his book "Reality of Advertising", published in 1961. Here's Reeves' 3 part definition of USP: 1. Each advertisement must make a proposition to the consumer.
====Side Bar==== Try to look at your competition with fresh eyes. Treat what they have to say as if it is the first time you have seen this information, because that may be the case for your target audience. Make a list of the questions that come to mind, or points that you feel you would want more information on, if you were in the shoes of your audience. Even what your competition does wrong with the information
they do or do not provide can be instructive. It serves to get you to think
of all the things that you can do to sell the service better. You are building
the structure of your business on what someone else has done before you,
but improving the end product by going the extra
Now that is smart business. "When you rise, shine."
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